Web Video Producers Anxious at OnfrontNYC Confab
June 10, 2009
Here’s a telling sign that the market for original video content is challenged. The company behind lonelygirl15—arguably the young medium’s biggest breakthrough hit—is walking away from producing any more online shows for the time being.
“In terms of scripted series drama, we’re getting very far away from that,” said Greg Goodfried, co-founder, president and COO of EQAL, the producer of lonelygirl15, KateModern and other online series. EQAL was one of more than 20 companies giving mini-presentations at OnfrontNYC, which was held in New York on Tuesday (June 9). The event, hosted by online TV news site Tilzy.tv, was meant to gather online video producers and advertiser amidst the heavy-spending TV upfront selling season.
But the mood at the event was somewhat anxious, as more than a few attendees complained about how tough it was in the current economic climate—not to mention early life stage of the medium—to get advertisers' attention.
Goodfried said that EQAL has focused its business on building and managing social experiences for existing properties, such as CBS’ current series Harper’s Island. The company is not planning any lonelygirl encores.
“To build and sustain audiences and get [original shows] noticed you need an enormous platform,” he said. “Unless you can get YouTube to put you on their home page every other day it’s tough.”
He said that in the current market for online video, its nearly impossible for a new series to get noticed and build a consistent audience without high profile positioning and massive promotion. Simply putting a show online isn’t enough. “That may work for TV – it’s completely backwards for the Internet,’ he said. “A show needs to be grass roots and grow gradually.”
Web Video Producers Anxious at OnfrontNYC Confab
June 10, 2009
Here’s a telling sign that the market for original video content is challenged. The company behind lonelygirl15—arguably the young medium’s biggest breakthrough hit—is walking away from producing any more online shows for the time being.
“In terms of scripted series drama, we’re getting very far away from that,” said Greg Goodfried, co-founder, president and COO of EQAL, the producer of lonelygirl15, KateModern and other online series. EQAL was one of more than 20 companies giving mini-presentations at OnfrontNYC, which was held in New York on Tuesday (June 9). The event, hosted by online TV news site Tilzy.tv, was meant to gather online video producers and advertiser amidst the heavy-spending TV upfront selling season.
But the mood at the event was somewhat anxious, as more than a few attendees complained about how tough it was in the current economic climate—not to mention early life stage of the medium—to get advertisers' attention.
Goodfried said that EQAL has focused its business on building and managing social experiences for existing properties, such as CBS’ current series Harper’s Island. The company is not planning any lonelygirl encores.
“To build and sustain audiences and get [original shows] noticed you need an enormous platform,” he said. “Unless you can get YouTube to put you on their home page every other day it’s tough.”
He said that in the current market for online video, its nearly impossible for a new series to get noticed and build a consistent audience without high profile positioning and massive promotion. Simply putting a show online isn’t enough. “That may work for TV – it’s completely backwards for the Internet,’ he said. “A show needs to be grass roots and grow gradually.”
According to Goodfried, the company’s most recent series—a lonelygirl follow-up called The Resistance—drew roughly 1.5 million views over 12 episodes, or a few hundred thousand views per episode. That’s not so bad, until you factor in paying for union actors, screenwriters and producers. Plus, traditional brand advertisers want scale that is comparable to TV.
“People have asked me, ‘what’s the next Lost online?’ and I always say, there’s never been a Lost online. I can’t point to a single thing that’s done that.”
That’s not to say that tons of companies aren’t trying. Many of the OnfrontNYC presenters previewed original series in development during a set of five minute pitch sessions—which host Grace Helbig, a vlogger from MyDamnChannel, called “one giant big old group date.”
Among the noteworthy projects offered were Gotcha Nation, a spoof of TMZ being shepherded by actress Illeana Douglas, The Mercury Men, a sci-fi noir serial from CJP Digital, and Gold With a Purpose, from the production firm For Your Imagination. In addition, several companies announced the continuation of previously launched shows (something of a rarity in this space). Michael Eisner’s Vuguru is looking for sponsors for a third season of the teen soap Prom Queen. Meanwhile, Vuguru’s original comedy series Back On Topps has just signed on Dick’s Sporting Goods to sponsor its upcoming second season.
But those sorts of announcements were few at far between at Tuesday’s event—and most acknowledged that it will be tough for all the attendees to find brands willing to underwrite projects this year. During the opening keynote address, Generate CEO Jordan Levin summed up the OnfrontNYC vibe by painted a rather bleak picture—while at the same time make a public plea to brands to help shape the market for original, independent content—or risk losing it.
“We’re either at the beginning or the beginning of the end,” he said. “Wishful thinking often meets head on with financial realities. The window of opportunity is indeed opening…but I do doubt whether many of [these companies] will be here next year or the year after that or the year after that.”
Levin said that advertisers have a unique opportunity to help define this new medium, much like they did in the early days of TV. But like TV, Levin argued, online video faces major consolidation if not nurtured. “This window will close,” he said. “The time is limited to create a independent community, [which could be] compromised and potentially lost. [Brands need to] put their money where their mouth is, now is the time.”
“In terms of scripted series drama, we’re getting very far away from that,” said Greg Goodfried, co-founder, president and COO of EQAL, the producer of lonelygirl15, KateModern and other online series. EQAL was one of more than 20 companies giving mini-presentations at OnfrontNYC, which was held in New York on Tuesday (June 9). The event, hosted by online TV news site Tilzy.tv, was meant to gather online video producers and advertiser amidst the heavy-spending TV upfront selling season.
But the mood at the event was somewhat anxious, as more than a few attendees complained about how tough it was in the current economic climate—not to mention early life stage of the medium—to get advertisers' attention.
Goodfried said that EQAL has focused its business on building and managing social experiences for existing properties, such as CBS’ current series Harper’s Island. The company is not planning any lonelygirl encores.
“To build and sustain audiences and get [original shows] noticed you need an enormous platform,” he said. “Unless you can get YouTube to put you on their home page every other day it’s tough.”
He said that in the current market for online video, its nearly impossible for a new series to get noticed and build a consistent audience without high profile positioning and massive promotion. Simply putting a show online isn’t enough. “That may work for TV – it’s completely backwards for the Internet,’ he said. “A show needs to be grass roots and grow gradually.”
According to Goodfried, the company’s most recent series—a lonelygirl follow-up called The Resistance—drew roughly 1.5 million views over 12 episodes, or a few hundred thousand views per episode. That’s not so bad, until you factor in paying for union actors, screenwriters and producers. Plus, traditional brand advertisers want scale that is comparable to TV.
“People have asked me, ‘what’s the next Lost online?’ and I always say, there’s never been a Lost online. I can’t point to a single thing that’s done that.”
That’s not to say that tons of companies aren’t trying. Many of the OnfrontNYC presenters previewed original series in development during a set of five minute pitch sessions—which host Grace Helbig, a vlogger from MyDamnChannel, called “one giant big old group date.”
Among the noteworthy projects offered were Gotcha Nation, a spoof of TMZ being shepherded by actress Illeana Douglas, The Mercury Men, a sci-fi noir serial from CJP Digital, and Gold With a Purpose, from the production firm For Your Imagination. In addition, several companies announced the continuation of previously launched shows (something of a rarity in this space). Michael Eisner’s Vuguru is looking for sponsors for a third season of the teen soap Prom Queen. Meanwhile, Vuguru’s original comedy series Back On Topps has just signed on Dick’s Sporting Goods to sponsor its upcoming second season.
But those sorts of announcements were few at far between at Tuesday’s event—and most acknowledged that it will be tough for all the attendees to find brands willing to underwrite projects this year. During the opening keynote address, Generate CEO Jordan Levin summed up the OnfrontNYC vibe by painted a rather bleak picture—while at the same time make a public plea to brands to help shape the market for original, independent content—or risk losing it.
“We’re either at the beginning or the beginning of the end,” he said. “Wishful thinking often meets head on with financial realities. The window of opportunity is indeed opening…but I do doubt whether many of [these companies] will be here next year or the year after that or the year after that.”
Levin said that advertisers have a unique opportunity to help define this new medium, much like they did in the early days of TV. But like TV, Levin argued, online video faces major consolidation if not nurtured. “This window will close,” he said. “The time is limited to create a independent community, [which could be] compromised and potentially lost. [Brands need to] put their money where their mouth is, now is the time.”
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